Francesco Cataldo, Chairman at iKO Media Group, outlines how broadcasters in MENA are leveraging FAST and hybrid platforms to reach wider audiences and unlock new revenue streams.
For more than a decade, subscription video-on-demand (SVOD) defined global streaming. In North America and Europe, platforms like Netflix, Prime Video, and Disney+ became household names. These services are growing in MENA too, but here, they must contend with long-established viewing habits and strong preferences for local and Arabic-language content.
The model is shifting. The next chapter in MENA isn’t about more subscriptions. It’s about returning to something familiar — free television, reshaped for the digital age.
The numbers tell the story clearly. MENA’s online video advertising revenue is forecast to grow 67% by 2028, compared to 19% for subscriptions. A legacy of free-to-air satellite TV, cost sensitivity, payment friction, and communal viewing culture means many households never saw entertainment as a monthly expense. For them, TV is something you switch on and enjoy together.
FAST: The New Lean-Back Experience
Free Ad-Supported Streaming Television (FAST) is the digital evolution of traditional broadcast TV: live channels streamed over the internet, with no subscriptions, logins, or fees required.
FAST channels follow a programmed schedule, delivering a seamless, lean-back viewing experience that feels just like linear television—only without hardware or paywalls. Viewers can simply tune in on mobile, web, or smart TVs and start watching instantly. It’s familiar, accessible, and completely free.
For broadcasters and content owners, FAST unlocks new opportunities to reach audiences at scale and monetize through advertising; while reintroducing a structured, always-on model that resonates in regions where traditional TV habits remain strong.
Importantly, FAST is not a Silicon Valley invention, but a natural digital continuation of linear TV. Instead of bundled satellite feeds, channels are streamed online—often organized by theme, such as nonstop music, dubbed drama, or Ramadan classics. The format reduces choice fatigue, provides curated programming, and restores the effortless “just tune in” experience. It also complements on-demand libraries, giving viewers both flexibility and convenience.
The FAST Model: Scalable, Streamable, Sustainable
The shift is not just consumer-driven; it’s reshaping the business of television. FAST offers broadcasters and content owners a way to grow audiences and generate revenue without the friction of subscriptions. It reduces churn, lowers access barriers, and brings content to viewers who may have been excluded from pay models — including large segments of the Arabic-speaking diaspora.
For advertisers, FAST blends the trusted environment of traditional TV with the reach and measurability of digital platforms. Scheduled channels provide brand-safe placement, while audience data and delivery across mobile, web, and smart TVs allow for effective targeting.
‘Content is king,’ as they say. Arabic-language originals remain at the heart of regional viewing, but dubbed dramas, major sports leagues, and faith-based programming continue to attract loyal audiences. Children’s Arabic content is also gaining momentum, driven by demand across both MENA and diaspora communities.
We’re seeing global platforms respond, investing more in local productions and acquiring rights to sports that resonate in the region — from football to combat sports. FAST makes it possible to organise these genres into curated, always-on channels that keep viewers engaged and create consistent advertising value, without the burden of constant new production.
Building the Infrastructure
Technology underpins loyalty. Platforms must load quickly on modest bandwidth, feature bilingual programme guides, and switch seamlessly between live and on-demand. They need to work everywhere — mobile, web, and smart TVs — where lean-back viewing is thriving.
At iKO Media Group, we believe the future of FAST requires more than just OTT. That’s why we launched The FAST Track, an end-to-end service for content owners that handles everything from playout to multi-platform delivery and advertising integration. At its core is FAST on SAT, the world’s first satellite-based FAST service, now reaching over 66 million households across MENA via Eutelsat 7W/8W orbital position. By combining satellite’s broadcast-scale reach with the precision of digital ad technologies, we’re enabling channels to reach underserved audiences and monetise on every screen, even in areas with limited internet access.
Over the next few years, we expect to see more regional platforms integrating FAST channels into their core offerings. As broadband access improves and smart TV adoption rises, FAST will play a central role in how broadcasters engage both regional and diaspora audiences. FAST will complement on-demand libraries, giving viewers more choice while preserving the ease of traditional TV. For content owners, the focus will shift toward building consistent, scalable FAST experiences that deliver long-term value — in reach, in relevance, and in revenue.
MENA’s Opportunity to Lead
MENA is not merely following a global trend. Its legacy of free-to-air television, rapid smartphone adoption, and expanding digital advertising economy make it uniquely positioned to lead the next wave of accessible, scalable streaming.
That opportunity comes with responsibility. Free streaming in the region should not be reduced to a race for advertising revenue. It must evolve into a sustainable, culturally relevant ecosystem that supports creators, serves brands, and earns the trust of audiences.
At iKO Media Group, we support this shift through technology and strategy. Our services enable broadcasters to deliver content across FAST, OTT, and hybrid platforms, reaching audiences wherever they watch. MENAFLIX is one example of this vision in action — the home of content for MENA viewers, whether at home or across the diaspora. The platform brings live and on-demand channels from across the region to mobile, web, and connected TVs, with no access barriers.
We provide the infrastructure for seamless, multiplatform experiences. From cloud-based playout and app development to integrated EPGs and satellite delivery, we help content owners grow their reach while maintaining reliability and quality. Our goal is to make free content models viable and valuable for the long term.
The age of subscriptions is no longer the only path forward. For MENA, the future lies in reimagining familiar viewing habits for the digital era. The potential is significant, and the time to lead is now.
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